Roadmasters - Buick

Buick's King of Style and Power

Feature Article from Hemmings Classic Car

To say that the Roadmaster had humble beginnings is a huge understatement. The name itself was intended to evoke images synonymous with power, handling and elegant styling, elements that, by and large, had been lacking at General Motors' Buick division since the 1928 model year.

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It wasn't just coincidence either. Roadmasters were generally first to receive Buick's most powerful engines, the very latest in suspension design for supreme ride quality, and interior comfort and conveniences that rivaled Cadillac and other luxury brands. Upon the Roadmaster's 1936 introduction, factory literature stated: "So we built this great-powered, trigger-quick, light-handling Buick Roadmaster, and it literally named itself the first time a test model leveled out on the open highway." And for the next 20 years, the Roadmaster was to be a status symbol for a more youthful market with moderate means, as well as the affluent.
At first, the Roadmaster was the middle ground vehicle, positioned between the upscale Series 90 Limited and the Series 60 Century, which many consider to be the first muscle car. Available in just two body styles--a four-door Phaeton and a four-door Sedan--the line was given the Series 80 designation.
The new line rode on an entirely new 131-inch wheelbase platform. It touted an X-braced girder frame, upgraded front independent suspension, moderately wide stance, revamped rear leaf spring design and a new-for-Buick "Tiptoe" hydraulic brake system. Sleek, modern bodies featured swept-back windshields and rounded corners, and were fitted with more sound-deadening material to reduce cabin noise. Both leather and cloth interiors were plush, and wide enough to accommodate three adults per row, with all the amenities expected of Buick.
It was, for all intents and purposes, the perfect platform in which to showcase the company's new 320.2-cu.in. straight-eight. Rated for 120hp and equipped with a two-barrel carburetor, it produced more horsepower and torque than the previous 344.8-cu.in. Eight--speeds approaching 100 MPH were not unheard of--and it was significantly lighter, to boot. As a result, the Roadmaster was powerful, nimble and smooth. A combined total of 16,049 four-doors found willing buyers, which helped push Buick back up to sixth in domestic sales.
As successful as 1936 had been, Buick upped the pressure on the competition the following year. The Roadmaster body continued to be constructed by the time-honored tradition of steel paneling over wood frame; however, much like the rest of the Buick lineup, the body was updated with a new grille and hood, as well as redesigned fenders squared off at the end, and elongated headlamps. Dual side-mounted spares continued as standard equipment--Roadmaster was the only Buick to do so. The series also welcomed the formal sedan into the fold, which was virtually identical to the base sedan, save for the retractable glass partition that could isolate the rear passengers from the driver.
Interiors received an upgrade, as well: The radio was now centrally positioned in the dash panel. Meanwhile, passengers were swaddled in Bedford cords and mohair fabrics in their choice of several colors, along with six different shades of leather in the Phaeton. All of these upholstery options continued into 1938.
Mechanically, the Roadmaster engine now touted a power rating of 130hp, thanks to a longer piston stroke, a reworked crankshaft and new main bearings, while a new generator provided more energy throughout. Valvetrain noise was also reduced by the introduction of aluminum rocker arm shaft brackets. Additionally, design advances within Stromberg's carburetors not only improved efficiency, but also helped prevent untimely stall-outs and flooding when parked on an incline. One other notable upgrade was the inclusion of front and rear anti-roll bars to improve stability.
Advancements continued for the 1938 Roadmasters, the single model year that most critics and enthusiasts agree was the pre-war design pinnacle for Buick; these cars are now among the most prized by collectors. Visually, Buick simply widened the horizontal grille bar spacing and altered the wheel covers; less noticeable was the two-inch increase in wheelbase length. One other visual refinement many might miss was the fact that dual side-mounted spares were no longer standard equipment.
Hidden from view, although proudly proclaimed, was yet another boost in straight-eight power, to 141hp. Rather than alter the size of the combustion chamber, engineers discovered that a simple piston redesign did the trick. Improved crankcase ventilation and full-pressure lubrication didn't hurt, either; period advertising called the engine "the new Dynaflash Eight."
Keeping that newfound power on the ground was a front and rear coil-sprung suspension--a domestic industry first--that made use of beefier shock absorbers. Roadmasters were also lighter in 1938, mostly due to a new X-braced frame that shaved upwards of 47 pounds. Perhaps the most significant change was the long-awaited switch to an all-steel body. Yet in spite of its crisp, sheer beauty and the introduction of a fourth body type, Roadmaster production slipped to just 5,568 units (the lowest during its 20 years of production); a significant dip in the economy was to blame.
There doesn't seem to be any middle ground among aficionados when referring to the 1939 models; they're either loved or reviled, even though a Roadmaster Sport Phaeton was selected to pace the 1939 Indianapolis 500 race. It was hard to ignore the new, flowing body lines, the first use of the waterfall grille, and another industry first by Buick, the inclusion of rear turn signals as standard equipment. The grille was actually a styling cue adapted to some degree from some of the most popular European continental racing cars of the time. Protected by the new streamlined body was an interior that featured a shift lever mounted on the steering column. Its repositioning allowed for true seating for six, and a redesigned dash included garnish moldings with mahogany trim panels.
Roadmasters sustained their trend of relatively affordable elegance in 1939 as they were priced between $1,543 and $1,983 among five body styles, two of which are the rarest ever produced in the line. Priced at $1,543, only 20 Model 87 Sport sedans--a four-door fastback design--were assembled on a special-order basis. The other special-order Roadmaster available was the Model 80C four-door Sport Phaeton, of which just three examples were constructed. Unlike the Model 81C Sport Phaeton, the 80C did not exhibit the built-in trunk-back body.
The Roadmasters of 1940 were sold under the traditional car banner in response to the varied reception of the previous incarnation. Aside from the visual upgrade of the front end, 1940's Roadmaster was redesignated as Series 70 and assembled on a shorter 126-inch wheelbase. Only four body styles were offered, all dressed with two-tone Bedford cloth interior in gray or tan with engine-turned dash panels. Four-door variants had a lower profile than previous year, providing a more sporty appearance.
Although a mild alteration to the front fenders and the reintroduction of the waterfall grille welcomed 1941 models, the focus of attention was on the Fireball straight-eight engine. Still displacing 320.2 cubic inches, a new manifold design allowed for the introduction of compound carburetion to the series. Dual Carter or Stromberg two-barrel carburetors were employed and, thanks to 10mm spark plugs and the installation of a 0.15-inch thick cylinder head gasket, output in the Roadmaster jumped from 141hp to 165hp, effectively making it, as well as the Century and Limited, the highest-horsepower standard production domestically built automobile at the time.
This system continued into the abbreviated 1942 model year with a slight design change to the spark plug and gasket, though this did not affect output. In addition, dramatically long front fenders that flowed well into the doors were part of the new Roadmaster design.
When post-war production commenced, the Limited model was eliminated and the warmed-over Roadmaster series became the top Buick offering. As had been the case in 1942, Roadmasters were offered in three body styles: four-door sedan, and two-door Sedanette and convertible, each on a 129-inch wheelbase chassis. Compound carburetion had also been scrapped--a single two-barrel carburetor was in use--dropping official horsepower ratings of the now Roadmaster-only 320.2-cu.in. straight-eight to 144. Plush interiors with rich fabrics continued to be a hallmark of the series, as were instrument panels finished in two-tone woodgrain, except on convertibles, where dashboards were painted to match the body color.
Appearance changed little over the next two years, although an Estate wagon was finally added to the line in 1947. Just 300 were produced, but the wagon's introduction still helped contribute to Roadmaster production reaching 77,761. The one technical advance given to the Series 70 line was the new Dynaflow automatic transmission. Officially, the Dynaflow appeared as an option in 1948; however, a very small number of 1947 models reportedly left the assembly line with the new transmission. When the automatic was bolted against the big straight-eight, horsepower ratings jumped from 144 to 150, and demand for the shiftless transmission was significantly higher than expected.
Styling hit a new plateau during the 1949 model unveiling, which only escalated with the mid-year release of the Model 76R Roadmaster Riviera hit showroom floors. It's recognized as the first mass-produced true hardtop, a body type in which Buick led the sales race in for the next several years; the first year version is by far the most popular among collectors today. The same model year also welcomed a shorter 126-inch wheelbase, as well as traditional Buick identifiers: VentiPorts on each fender and the famed sweepspear side trim; Roadmasters were fitted with four VentiPorts per side. Over the course of the next few years, the Roadmaster was consistently the first model to receive visual and mechanical upgrades.
One-piece Easy-Eye windshields were new on Roadmasters for 1950, as was the bold new grille, which soon earned the nickname "buck-tooth." 1950 also ushered in the one-year-only Deluxe sub-series. Identical in exterior appearance to the standard Roadmaster, Deluxe editions were equipped with power windows and seats, and sported more elaborate trim. Meanwhile, all Riviera sedans now rode on a longer 130.25-inch wheelbase chassis. In addition to styling refinements, power was increased to 170hp by 1952, thanks in no small part to the use of a larger Carter or Rochester four-barrel carburetor. This was also the last year of the characteristic side-opening hood, and the first time that power steering became an available option.
For the 1953 model year, the outdated straight-eight engine was replaced by the more powerful Buick V-8.
As the Fifties progressed, ad slogans, such as "The joy that only the finest can give?" and "This you take in glowing pride" helped rocket 1955 Roadmaster sales back to 64,527; however, that effort really began with the all-new 1954 models. Crisp, less rounded lines; a longer hood; and a taller rear deck, coupled with an overall lower body stance, instantly outdated previous incarnations. Simply put, the new Roadmaster body was striking and modern. Further suspension development continued to enhance the boulevard-smooth drive no matter the road surface; it was touted as the "Million Dollar Ride." Refinements continued, including the elimination of the waterfall grille after the 1954 model year. Despite all these upgrades, though, production--and demand for large, medium-priced cars--began to slip.
The recession-plagued year of 1956 didn't help Buick. However, some consider the styling refinements made then to be a vast improvement over the previous year; these upgrades included a new grille and a V-shaped front end, while chrome trim remained slim and tastefully applied.
That attitude changed in 1957, largely due to the reintroduction of a chrome-laden three-piece backlite on select Roadmasters. Once again, the car was lengthened and lowered, and the suspension was deemed too soft by customers and critics alike.
In its last incarnation, the 1958 Roadmaster, in general, was either viewed as stunningly beautiful or a demonstration of excess in chrome. After Roadmaster sales reached just over 14,054 units, its replacement, the Electra, was ushered in for the 1959 model year, thus ending production of one of the most iconic models in American automotive history.
Today, the Roadmaster name still resonates with collectors, much like it did when new. Speaking from personal experience as the owner of a 1952 four-door sedan and caretaker of a 1956 Riviera coupe, these were well-engineered cars, solid in every sense of the word from top to bottom. Not known for rapid acceleration during the Dynaflow years, Fifties-era Roadmasters feel more at home on the open road at or near current highway conditions. Spacious and comfortable interiors are better described as a living room on wheels; there's enough legroom for a full-size adult to stretch out with ease. And perhaps the best phrase used to describe the suspension came directly from Buick: it truly is a million-dollar ride. In short, the Roadmaster offers unpretentious luxury at a fraction of the cost of a typical luxury collector car.
Bill Anderson, a technical advisor for the Buick Club of America and vice president of the Buick Heritage Alliance, agrees. "The popularity of the Roadmaster is a function of the popularity of Buicks in collector-car circles, which is a function of Buick's popularity and success in the auto industry. For much of its history, Buick has demonstrated leadership in styling, performance, engineering innovation and reliability. Another contributing factor is that Buick offered its customers most everything that Cadillac or Lincoln or Imperial offered without being tagged with the 'conspicuous consumption' label often accorded purchasers of those marques. The Buick Roadmaster offered conservative elegance."
PRODUCTIONExport figures not includedROADMASTER PRODUCTION 1936-'39

Series / Body type

1936

1937

1938

1939

80C / Phaeton, 4-door

1,064

1,040

350

3

81 / Sedan, 4-door

14,985

14,637

4,505

5,460

81C / Sport Phaeton, 4-door

-

-

-

311

81F / Formal sedan, 4-door

-

452

247

303

87 / Sport sedan, 4-door

-

-

466

20

ROADMASTER PRODUCTION 1940-'42

Series / Body type

1940

1941

1942

71 / Touring sedan, 4-door

13,583

10,431

5,418

71C / Sport Phaeton, 4-door

235

312

-

76C / Convertible, 2-door

606

1,845

509

76S / Sport coupe, 2-door

3,921

2,784

-

76S / Sedanette, 2-door

-

-

2,471

ROADMASTER PRODUCTION 1946-'48

Series / Body type

1946

1947

1948

71 / Sedan, 4-door

20,597

46,531

47,042

76C / Convertible, 2-door

2,576

11,947

11,367

76S / Sedanette, 2-door

8,226

18,983

20,542

79 / Estate wagon, 4-door

-

300

344

ROADMASTER PRODUCTION 1949-'50

Series / Body type

1949

1950

71 / Sedan, 4-door

54,674

6,738

72 / Sedan, 4-door

-

54,212*

75R / Riviera, 2-door

-

2,300

76C / Convertible, 2-door

8,095

2,964

76R / Riviera, 2-door

4,314

8,432

76S / Sedanette, 2-door

18,415

2,968

79 / Estate wagon, 4-door

632

420

* Total includes an unknown number of Deluxe versionsROADMASTER PRODUCTION 1951-'54

320.2-cu.in. Straight-Eight OHV Output Notes:* Dual two-barrel carburetors
** In conjunction with the manual-shift transmission
+ In conjunction with the Dynaflow automatic transmission
++ Single four-barrel carburetorRoadmaster in the Modern Era
The badge, revered by countless many, returned to Buick as an eight- passenger estate wagon in 1991; 6,729 new Roadmasters were produced. A sedan was added to the line the following year, complete with four modern Venti- Ports on the C-pillars; combined total production rose to 70,731 units. Sales plummeted to 36,354 for 1993, however, a trend that continued until the line was cancelled after the 1996 model year, ending a brief chapter in Roadmaster history.

This article originally appeared in the April, 2011 issue of Hemmings Classic Car.